Cream 2013: our pick of the winners

Each year, The Talent Business attempts to identify the top graduate talent in advertising via its Cream scheme. Here’s our pick of this year’s winners

Each year, The Talent Business attempts to identify the top graduate talent in advertising via its Cream scheme. Here’s our pick of this year’s winners

Cream asks a selection of creative directors and others to choose their favourites from books submited by advertising graduates from schools throughout the world. Those with the highest overall ranking are then invited to exhibit their work at the Cream show which, this year, was at Google’s headquarters in central London.

I was a judge this year – here are some of my favourites from the work on show.

Jacob Bjordal and Jim Nilsson attended Forsbergs in Stockholm. Their portfolio was noticeable for the skill with which they produced their case study videos for ideas such as Google Music Translate (on which they worked with Isaac Bonnier and David Rinman)

 

I also liked their idea for Visa GoNext, whereby users coud see where people that instagrammed at the location they were in, instagrammed next (also made with Isaac Bonnier and David Rinma).

 

But their work raises an interesting question – are we being seduced by the strength of the ideas here or the brilliance of the case study videos presenting them? In the case of Jacob and Jim, I think both are strong (they just landed a job at Work Club so they are evidently doing something right). We also have to recognise that in modern advertising, the documenting of the campaign is becoming as important as the campaign itself – it’s often viewed by many more people.

Cream draws entries from all over the world and it was noticeable that the Scandinavians frequently had portfolios with a wider variety of work, whereas a lot of the Brits had a much more traditional approach.

 

Take, for example this idea for Yamaha from another Swede, Olof Lindh, a Bergs graduate

 

From the UK, I really liked this Ikea campaign from Watford grads Duncan Brooks and Steve Lownes

 

It was also good to see Max Maclean and Ran Stallard from the School of Communication Arts 2.0 recognised at Cream – they were one of our graduate issue picks this year too.

 

The Megabus book from Marc Rayson and Callum Pryor of the University of Sunderland got some deserved recognition at D&AD this year – they also made it into the Cream selection

 

From St Martins I really liked the portfolio of Ella de Weijer and Jessica Hall who created this ‘bad ass Santa’ for Wieden + Kennedy’s Christmas celebrations

 

Full list of all the Cream winners with links to their sites:

Marc Rayson & Callum Pryor
University of Sunderland
Marc&Callum

David Carr & Martins Millers
SCA 2.0
Goodcop/Badcop

Tom Corcoran & Tom Bender
SCA 2.0
superaveragemegatoms

Max Maclean & Ran Stallard
SCA 2.0
Ran and Max

Ella de Weijer & Jessica Hall

Syanne Patterson & Ken T
Central St Martins

Duncan Brooks & Steve Lownes
Watford
pencilbrains

Douglas Fridlund & Mikael Alcock
Watford
Doug+Mikael

Gareth Morgan & Martin Tighe
Watford

Richard Biggs & Jolyon White

Watford

Harry Boothman & Jenny Piggott
Watford

Ollie Jarrott & Anna Brailey
Bucks

Tammes Bernstein & Mads Haugsted Rasmussen
Danish School of Media & Journalism

Fredrick Lewandowski
Berghs

Olof Lindh
Berghs

Anna Sager

Berghs

Jacob Bjordal & Jim Nilsson
Forsbergs

Sam Englund
Hyper Island

Max Pilwat
Miami Ad School

Cesar Farah
Miami Ad School

 

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